Harry Potter star is face of Superdry campaign
By Rob Freeman | 14th September 2020
Superdry has turned to the young Lord Voldemort to front its latest collection.
Actor Hero Fiennes Tiffin, who played the villain as a child in the film Harry Potter and the Half-Blood Prince, is the face of the Cheltenham fashion retailer's autumn Heroes and Rebels campaign.
Creative director Phil Dickinson said: "The original and vintage style category is one of our hallmark aesthetics, loved by style obsessed around the world and across generations.
"We have an authentic approach to craftsmanship and a true spirit in the narrative of this collection.
"We were looking for an icon to embody that relaxed confidence and bring a level of rebellious charm."
The campaign was inspired by a collection of photographs by Joseph Sterling from 1959-64 entitled The Age of Adolescence with the retailer saying it wanted to bring America's rebellious teenage book culture into the 21st century.
The 22-year-old actor is the nephew of actors Joseph and Ralph Fiennes - who played Voldemort throughout the movie franchise - who are cousins of the adventurer Sir Ranulph Fiennes.
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